This product is comprised primarily of unidentified cereals, likely to be byproducts (think floorsweepings) of human food production. None of these are identified by type and may vary. The major ingredient in the food is thus very low quality. Even if decent quality grain had been used, we would still note that grains are an unnatural foodstuff for canines and very low quality compared to meat (on which dog food products actually should be based).

The meat content of this food is byproducts. There is no identification of species, and this low quality ingredient could be anything. It is impossible to ascertain the quality of by-products and these are usually products that are of such low quality as to be rejected for use in the human food chain, or else are those parts that have so little value that they cannot be used elsewhere in either the human or pet food industries. Meat byproducts are defined as "clean parts, other than meat, derived from slaughtered mammals. It includes, but is not limited to, lungs, spleen, kidneys, brain, livers, blood, bone, partially defatted low-temperature fatty tissue and stomachs and intestines freed of their contents. It does not include hair, horns, teeth and hooves". Note that this definition excludes actual meat.

We note the presence of fish (byproducts) but find no sign of a guarantee on the manufacturer's site that they use only ethoxyquin-free protein sources in the product (ethoxyquin is a chemical preservative, commonly added to fish ingredients and which is banned or heavily regulated in human food production due to the belief that it is carcinogenic).

Consistent with the above, the fat content of the food is undisclosed and could be anything. We shudder. Further byproducts include reject vegetable matter, which does nothing to reduce our horror at the idea of feeding this to a canine.

No information is given about the added vitamins and minerals, which may include synthetics. Likewise, no information is given about the preservatives (antioxidants) used in this product, and it may contain chemicals such as ethoxyquin, BHA and BHT all of which are allowed in pet foods, but are banned or heavily regulated in human food due to the belief that they are carcinogenic.